Christine Valmy India BTL Activation Plan

Presentation by Wings Brand Activations (I) Pvt. Ltd. Date: 13th December 2013

Contents
Activation Brief Objective of the Activation About the Services Brand Personality of the Company Problem Areas U.S.P of the Services Target Audience Touch Points Activation Campaign Rationale of the Campaign Activation Strategy Activation Ideas Activity Flow Desired Result Procedures

Activation Brief
Create awareness about the CV Beauty Academies across Mumbai To entice the T.G to visit the academy situated in Andheri and register themselves for the courses offered Focus on the middle-class rather the premium class for the activations

Objective of the Activation

Generate Leads Convert leads into Registrations Awareness among the Target Group

Brand Personality of the Company

Problem Areas

Lack of Awareness about the academy

Shift of T.G from Premium to Middle Class

Less Registrations for the courses

Beauty care seen as an optional course in India

U.S.P of the Services

Only school in India offering American Diplomas & Certificates 18 career oriented modules for both beginners and professionals Secure employment even before students graduate. In addition, CV conducts on campus placement sessions

Variety of career choices

Target Audience
SEC A/B+/ B

Upper Middle Class Middle Class

Females, Girls, Woman (Age: From 18 years to 30 years)

Locality Suburbs (Santacruz to Malad)

Profession Students, Housewives etc

Touch Points

Societies

Malls

Colleges

ACTIVATION CAMPAIGN
Beautiful You: Today. Tomorrow. Forever. Or Beauty is all about Confidence and Christine Valmy

Rationale of the Campaign

Wide plethora of courses offered

Beauty as a career is very professional

Reasons to be beautiful by yourself

A lot of hands-on practice

With this, the student can gain confidence and get more career opportunities

Activation Strategy
We could have a 3 fold strategy which can be as follows:
Pre-hype Awareness building/ Teaser Campaigns Main Activity

Activation Ideas

Malls

Societies

Referral Schemes Beauty Care Sessions

Makeover Mania Catch the CV Voucher

Colleges

Beauty Education Tie-up

Free Beauty Consultation

Dress up

Interactive Makeup artist games

Societies
Referral Schemes

Beauty Care Sessions

One-Minute Games

Referral Schemes
Referral marketing is one of the method to promote the courses or services to new customers in the societies

We shall be having pre-hype posters put up at the society addressing about visiting the CV website for free trial/ make-up sessions at the CV academy
This shall lead to visiting the website and in turn generating footfalls in the academy for the free trial session for all the society female members

As they experience the make-up sessions, they will be given a reference coupon with a unique coding for referring students/ customers for the academy

Contd.
This shall give CV representatives the database to followup During the society activations, the customers can invite their reference friend for the activity The referred customer needs to show the code through which they have been referred for them to enroll for the courses on offered discounts With this, they will get initial offer on the courses

Contd.
This will create potential word-of-mouth publicity among the peer groups and target audience We shall be able to tap and develop network of customers and increase the number of sales and awareness through this

Beauty Care Sessions

To give them an insight about the brand CV, we shall give them a practical feel about the courses and the training We will have a beauty instructor with professional branded apron at the society who shall give them on beauty tips She shall select one participant from the crowd and give her a practical make-up with Christine Valmy products The participant will be experiencing the make-over with the help of a beauty instructor

Contd.
Beauty instructor will be doing the participants hair and nails After the make-up the beauty instructor shall be explaining them about the benefits of the courses and the job opportunities that comes along Emphasis will be on the offers available and the referral schemes

Dress-up!
It will be a one-minute game which shall engage the audience with beauty contest We shall have various props like mannequins, wigs, nail paints etc There will be 2 participants in this game who will take part

Each shall be given a timeline of 1 minute to dress the mannequin like a model

Contd.
The participant who has dressed the mannequin perfectly will be the winner They shall be given a branded photo jacket from CV

Malls
Makeover Mania

Catch the CV Voucher

Makeover Mania
We shall have a space designed with closed set-up which looks like a parlor There will be an AV playing of the classroom and the company outside the set-up There will be beauticians who shall be stationed inside the set-up

Emcee shall interact with the crowd and invite them for a makeover

Contd.
The participants who goes inside the set-up will get a makeover There will be one beauty expert who shall give them handy beauty tips and also suggest beauty as a career Once the makeover is done, we shall handover the information booklet about the academy and invite them to join in

Catch the Voucher

We shall design a chamber wherein different vouchers will be kept Only 1 participant will be allowed to go in that chamber and the vouchers will fly with the help of a blower Participant needs to catch as many vouchers in 30 seconds to avail a free hair-cut or nail-art from the tie-ups that they have like Enrich, B:Blunt etc

Interactive Make-up Artist

Well, get your blush ready and lets see how the audience are Maked-up of We shall be having an interactive screen wherein the image will be popped up for the participant to see how the image is designed There will be a specific time given to make-up the image as per the given image shown earlier

Contd.
Whoever does the make-up properly and in less time shall be entitled to get freebies and vouchers from Christine Valmy

The screen can have company branding and models whom players can dress and make up

Colleges
Beauty Education Tie-up

Beauty Care Sessions

Tie-ups with colleges

Having a tie-up with fashion academies and explaining them about the CV academy We shall keep a stall with a CV representative wherein students can register themselves for the academy from the colleges As a part of initial registration we can keep some discounts for the early birds

Free Beauty Consultation

Same as Societies

Activity Flow
Pre-Hype

E-mailers

Posters

Awareness Builder

Teaser

Teaser Breaker

Main Activity

Pre Hype
E-mailers to all the society and colleges

Social Media Campaign through Facebook and Twitter for all the activities and registrations Posters to be put up in Societies and Colleges about the activity

Awareness Builder
Teaser Campaign
Whos the beauty expert in your society? Wouldnt you be excited to have a free trial at our academy? For more details visit our website, register and get a makeover! Is that you who is the stylist? Ever wondered to work as a hair stylist? Looking for a make-over? If you want some, come get some

Teaser Breaker
Be Beautiful Beauty lies in Confidence and C.V C.V guarantees Job in your own beauty field

Main Activity
All the activities mentioned in the touch points

Desired Result
Expectation of registration in all the touch-points with maximum turn-out Creating awareness about the brand in suburbs

More offers given to students

Procedures
Locating the right places of the activity

Getting proper permissions during the activity

Evaluating the markets and the TG in that specific locations Avoiding any kind of legalities during the activity